3/15/2013
Most shoppers appreciate environmentally friendly products, but only four in 10 are willing to pay extra for them, according to a BrandSpark International study for Better Homes and Gardens. The majority are willing to make inexpensive behavioral changes to help the environment such as buying reusable shopping bags to reduce their use of plastic or paper bags.
Similarly, seven in 10 Americans are increasingly concerned about pesticides and other chemicals in the food supply, but only three in 10 are willing to pay more for organic foods.
Finances are still a source of stress for Americans. Only 14% say their families are better off financially than they were six months ago, and 82% think the U.S. is currently in recession. More than two-thirds (68%) say their monthly bills, mortgage, and other debts use up most of their household income.
Nearly all shoppers (95%) have bought private-label products in the past year. More than half say they’ve increased their use of private-label products in the past year. Consumers are most likely to have purchased private-label items in categories such as dairy products, household paper goods, frozen vegetables, dry foods, and bottled water. Fewer than a quarter have purchased private-label sodas, hair care products, frozen meat or fish, laundry soap, or shaving products.
Almost three in 10 (28%) say there are no product categories for which they wouldn’t consider buying a private-label product.
Source: ìBrandSpark/Better Homes and Gardens American Shopper Study, 2013,î BrandSpark International, Philip Scrutton, director, consumer insights, 1 St. Clair Ave. W., #503, Toronto, ON M4V Canada; (647) 727-4578; pscrutton@BrandSpark.com; www.brandspark.com. Price: $9,750.
Better Homes and Gardens, Amanda Cortese, director, communications, Meredith Corp., 805 Third Ave., New York, NY 10022; (212) 551-7087; amanda.cortese@meredith.com; www.meredith.com.
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